By the year 2000, it is estimated that Asian economies will control over 40 per cent of the world′s trade. In this context, the trading developments and relationships in the Asia‐Pacific region are examined and forecast growth patterns are discussed.

Purpose – The purpose of this systematic review was to explore the nature of the marketing of higher education (HE) and universities in an international context. The objectives of the review were to: systematically collect, document, scrutinise and critically analyse the current research...

Purpose – This research aims to focus on the understanding of how young consumers (generation Y) in transition economies perceive western multinational firms, what factors influence their consumption preferences of western products, and what are communication channels that affect their...

Purpose – This paper aims to investigate the concept of the standardisation of products and marketing communications in an emerging market. The paper further aims to introduce a logical connection between product attributes and consumers' perceptions of product quality....

Purpose The purpose of this paper is to explore the role of different learning sources in the process of capability building of Chinese firms (CFs) approaching international markets. Design/methodology/approach The paper is based on the case study of the company “Goodbaby.” The primary data...

Purpose – From a multidisciplinary perspective, combining international entrepreneurship and institutional theory, a model is presented in order to enrich the understanding of the speed of internationalization in small firms. This is achieved by including individual's attitudes and behaviour,...

Purpose – The objective of this research is to identify and present factors that are essential to support a customer‐centred business model that is theoretically sound and can be used for practical application in the hospitality industry. Design/methodology/approach – Extensive literature...

Purpose – The purpose of this paper is to provide insights to relevant theories, challenges and the future opportunities for binational tourism in the Niagara region. Design/methodology/approach – A selected cross‐section of relevant publications including news media items are reviewed....

Purpose – This paper aims to present answers to the strategic question: “How should Niagara region respond to the key challenges it faces and find solutions to preserve and develop its tourism industry?” It aims to capture the essence of conclusions of nine papers contributed by 22...